Archive for the ‘advertising’ Category

Awesome advertising again

May 2nd, 2012 |

	babycanwait.com Dreamy illustration for a teen pregnancy campaign busting the myth that somehow relationships between young girls and adult man can have a fairytale ending. Advertising agency: Serve Copywriter: unknown
	Expedia This inspired Ogilvy campaign for Expedia is garnering its fair share of attention … for good reason! A clever play on airline baggage tags by Ogilvy London. Creative agency: Ogilvy & Mather Copywriters: Jon Morgan & Mike Watson
	Etisalat 4G Telco advertising isn’t usually renowned as the freshest. This one breaks the mold though. Creative agency: Lowe Mena Copywriter: Marwan Saab
	Rolls-Royce This classic ad was created by David Ogilvy for Rolls-Royce in 1959. And it still stands up! Creative Agency: Ogilvy Copywriter: David Ogilvy
	Sound Communications This innovative print ad transforms hearing loss into a visual experience. Not a totally new creative concept but it does engage readers in the puzzle of what the copy might actually say. Advertising agency: Red Lion Copywriter: Sarah Jones
	Sega XBox An oldie but a goodie where the copywriting really sings. This 2008 ad is from a series by Challenger BBDO in Sydney to support the release of XBox Condemned 2 video game. Creative agency: Challenger BBDO Copywriters: Chris Berents, Michael Dawson
	Avigra 2011 saw the New Zealand launch of Pfizer’s ‘little blue pill’ and this breakthrough campaign helped Avigra gain market dominance … and keep it.Advertising agency: BCG2 Head of copy: Robin Powell
	Lynx As world media focused on the naked truth of one Prince Henry of Wales’ adventures in Vegas, there shone opportunity …Published August 2012. Agency: BBH, London UK Creative: Dominic Goldman
	DB Export The Wine List: what goes through your mind when the waiter hands one over? Advertising agency: Colenso BBDO Copywriter: Simon Vicars
	Ipana Who could forget the eternal Bucky Beaver? Created by Disney for the iconic Ipana brand, still the best selling toothpaste in Turkey! Creative agency: Disney Studios Copywriter: Jimmy Dodd
	Duracell Simple, effective and fun. Is there a better way to reinforce the ‘lasts 50% longer’ message for Duracell? Possibly not. Advertising agency: Ogilvy, Malaysia Copywriter: unknown
	Aeroplane Jelly Who can’t admire the creative genius that goes into writing a jingle like the Aeroplane Jelly song? Writer: Albert Francis Lenertz
	Drug & Alcohol Services South Australia Featuring key indigenous role models, this innovative campaign targets the kids as young as 8 who take up smoking. Creative agency: Jamshop Adelaide Copywriter: Johnny Velis
	Auto Drop It might not be too PC but this cute safety take for Autodrop is actually about getting sweets out of the car. Advertising agency: DDB Amsterdam Copywriter: Menno Schipper

Posted in advertising, copywriting, stuff we like |

Tags: ad, advertising, audience, communication, copywriter, copywriting, creativity, marketing, print, target market, writing |

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Top secret short-cuts for headline inspiration

January 20th, 2012 |

Author: Cluey copywriter

OK, so headlines are critical to your marketing communication. Whether that’s advertising, web content, brochures, direct mail … the list goes on. But what happens when you sit down to write, and draw a blank?

The thing is, some days top headlines fairly jump onto your screen. Then there are those other times. A bit of inspiration goes a long way toward writing power headlines.

News sites

Online news is a highly competitive space. Writers need to engage visitors within seconds. Most news sites feature a timeline where you’ll find catchy headlines and strong breakout text.

Newsmakers write this copy to grab attention and generate story click through. And they’re darn good at it. Great places to get some headline inspiration of your own include:

Social media

Check sites like Digg, Alltop and even Twitter for trending stories … and sharp headlines. These sites are rich pickings for content writers. Not only because they’re great for headline inspiration. Likes, shares and voting put them on the pulse of what’s popular too.

Your inbox

Think about it. Some clever copywriter created those subject lines. Something has to make readers open that e-marketing. Writing email headlines is art in itself. Compelling, benefit driven … AND character limited. Talk about short and sweet! Here’s a few samples:

Is your video ready for prime time?
Aussie backyard breaks from $99
A double whammy for maximum website exposure

Glossy mags

Sometimes factual, other times fantastic … it’s headlines that make magazines sell. In the cut-throat world of advertising by circulation, writers can’t afford to get it wrong. The great thing about magazines is their target audience orientation. Which means they’re not only a good place to find writing inspiration. The new ideas you come up with are market tested, like these:

100 perfect outfits that are already in your wardrobe ”
(Glamour)

Blogging against the machine ”
(net)

More energy instantly! Your secret source ”
(Men’s Health)

The ideas box

Mostly, there’s more junk than mail in my letterbox. But that’s not always a bad thing. Sometimes there’s a kooky or really cool flyer that gets my attention. Other times it’s a newspaper insert, or maybe and ad.

I save the best ones. They’re a great resource when it comes to coming up with headline ideas. Here’s a sample:

Hot, steamy and ready to be picked up. You guessed it, pizza!

3 take away tips

Getting in the right headspace for writing headlines needs some inspiration.
Don’t discount news services. They’ve been writing winning headlines for years.
For short and punchy headline inspiration, try checking your inbox.

Posted in advertising, brochures & flyers, copywriter, marketing, web content |

Tags: advertising, audience, benefits, business, communication, copy, copy writer, copywriter, copywriting, customer, headline, headlines, marketing |

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5 fab formulas for headlines that work

January 19th, 2012 |

Author: Anne Macindoe

Headlines with stopping power flag down readers with a simple, benefit driven message. Writing headlines isn’t about reducing your business to a one liner. Great headlines reach out to capture audience interest. For maximum effect, copywriters use words and ideas proven to work.

Make it sound easy

We all love a short cut. If there’s a way to get there that costs less or happens sooner, who won’t be in that? Here’s an example where the copywriter worked in a number to draw readers right into the middle of the headline:

Learn how to read a 180 page book in just ten minutes

And how easy does this sound? Sign me up!

Prepare a fully blown marketing plan in a tenth of the time

Share an experience

There’s a reason social media is huge. People love sharing and, as it turns out, they aren’t too shy about doing that with the whole world! In the right context, a shared experience can really personalise your headline, like this one:

Most women don’t feel relaxed about facial hair

Here, the copywriter has left the headline open to be resolved in the subhead or opening body content:

You’ve probably thought about growing your business

Ask a question

Questions and challenges fall into similar territory. Some of the best power headlines are questions. But writers always treat this territory with caution. Ask anything to which the reader can answer No and your communication dies there and then. Here’s a couple of well written examples:

How to you fare in this kitchen hygiene test?

Which one of these advertising mistakes do you make?

Solve a problem

I know, I know … it’s marketing 101. But so many businesses look past the customer need and write ‘all about me’ headlines. Customer is king (or queen). All your copywriting should reflect how your product or service fulfils customer needs.

These copywriters have tapped the target market psyche beautifully:

Great news for PMS sufferers

How to double your power to learn

Provide reassurance

Last … but not least, reassurance is a powerful motivator. Almost every buying decision is emotive. Connect with a desire to feel safe, healthy, clever, rich etc.

More beautiful than you ever imagined

Sales results guaranteed or your money back

3 take away tips

Compelling headlines attract readers with powerful benefits.
Some of the all time best headlines are questions.
Always, always write communication that solves the readers need.

Posted in advertising, brochures & flyers, copywriter, marketing, web content |

Tags: advertising, audience, benefits, business, communication, copy, copy writer, copywriter, copywriting, customer, headline, headlines, marketing |

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More awesome advertising

January 18th, 2012 |

Author: Cluey copywriter

	Export Dry Now Kiwi blokes can avoid those awkward wine moments, thanks to Export Dry’s 2012 face saving Idiot campaign. Advertising agency: Colenso BBDO Copywriter: Simon Vicars
	Meat & Livestock Australia Trust your beeflex. That says it all really, doesn’t it? This creative print ad appeared in support of the Nothing Beats Beef Facebook page. 2011 Advertising agency: BMF Sydney Copywriter: Neil Walshe
	Ironized Yeast Today the diet industry is worth billions, so it’s hard to imagine a world when being skinny was a bad thing. But there you have it.
	Lotus Cars You can’t do it with eggs but it’s sure possible with language. Innovative use of the brain’s inbuilt unscrambler. Advertising agency: McCann Erickson Malaysia, Malaysia Copywriters: Szu-Hung Lee, Randy Lee, Kevin Teh
	Red Cross International Stunning execution allows this print ad to cut through the clutter with style and simplicity. Point taken. Advertising agency: Pier Madonia, Sweden Copywriter: Stuart Macmillan
	Queen Bee Salon & Spa Guide to private hairstyles. It’s tricky enough selling adult services without turning the exercise into a smut fest. Advertising agency: Hanlon Worldwide Industries, Los Angeles Copywriter: Phil Henson
	Stihl Once you get your head past the chainsaw link, this is a well executed campaign where good copy meets nice art direction. Advertising agency: WhybinTBWATequila, Melbourne Copywriter: Chris Ellis
	Wikipedia Strictly speaking this might not really be advertising, but there’s no denying the awesome power of the SOPA blackout campaign. Created by: Wikipedia
	Financial Times What a timeless headline this 1965 print ad leads with. Don’t we still ponder this exact question today? Pure advertising genius. Creative Agency: unknown Copywriter: unknown
	Epworth HealthCheck This print ad appeared in The Age newspaper on 9 November 2011. The scanned image isn’t that great, but this headline is so perfectly pitched it earns 2012 poll position in awesome advertising. Creative Agency: unknown Copywriter: unknown
	Ultimat Vodka Patron Spirits hired New York agency Amalgamated to create a campaign positioning Ultimat as an ultra-premium vodka with the top end of town. 2011. Advertising Agency: Amalgamated, New York Copywriter: unknown
	AFR Boss Magazine The creative touch of JMK Sydney ensures this Boss Magazine print ad tells existing and emerging leaders how to stay in touch with current issues and participate in leadership dialogue. In no uncertain terms! Advertising Agency: JMK, Sydney, Australia Copywriter: unknown
	Arnott’s Wagon Wheels Four heads are better than one. Reinventing long copy for reinventing the Wagon Wheel. Not surprisingly, already a 2011 Clio and Cannes Lions award winner. Advertising Agency: Y&R, Sydney, Australia Copywriter: Michaela Brown, Alex Wadelton